WIRED explores the evolving landscape of T-shirt brands, assessing their claims of achieving the ideal fit and comfort through innovative techniques and personalized designs.
In a recent exploration of the quest for the ideal T-shirt, WIRED delved into the offerings from various brands that have staked their claims in the market, promising customized comfort and style. The examination was led by WIRED senior editor Jeremy Allen White, who humorously noted that his own favorite design originates from In-N-Out Burger. However, his social media feeds are testimony to an increasing number of brands asserting that they have cracked the code for creating what they describe as “The Perfect T-Shirt.”
As the modern market for T-shirts evolves, different brands are adopting unique strategies to stand out. Some evoke tradition and heritage as part of their narrative, while others address body image concerns. A new wave of online fashion brands is leveraging technology, utilizing advanced techniques such as high-tech lasers and adaptive algorithms to produce custom T-shirts tailored specifically for the consumer.
The WIRED team tested 13 brands claiming to deliver the perfect T-shirt, including Spoke and Son of a Tailor, which utilize online questionnaires to create shirts tailored to individual measurements. Another innovative company, Sanvt, encourages customers to submit video clips that help its algorithm calculate the optimal fit for each person.
Fit is inherently subjective, and recognizing this, White collaborated with UK managing editor Mike Dent and contributing editor Chris Haslam, all of whom represent diverse shapes and body types, in order to evaluate the varying definitions of the perfect T-shirt. Their combined perspectives were integral to an accurate assessment.
To further enhance the evaluation process, WIRED sought insights from Davide Taub, the head cutter at the esteemed Savile Row tailors Gieves & Hawkes. With a storied history dating back to 1789 and a notable legacy as a royal tailor, Gieves & Hawkes is recognized for its craftsmanship in bespoke tailoring. Taub utilized his expertise to critique the quality of materials and stitching in the T-shirts, although the evaluation did not address pricing considerations.
As the inquiry continues into whether algorithmically driven designs can match the fit and quality of professionally tailored clothing, the testing reflects a broader trend in the fashion industry. In 2025, the selection has been updated to incorporate additional T-shirt brands—including Sanvt, Labfresh, AYR, and Steel City—all of which have similarly asserted their capabilities to deliver the perfect fit.
This in-depth analysis of contemporary T-shirt brands aims to quantify the qualities that constitute a superior fitting garment, all while acknowledging the personal nature of clothing fit and preference.
Source: Noah Wire Services
